Subject Index
 

This Agency Profile provides key details and analysis of Leo Burnett Worldwide, including its latest activities, market position, financial performance, Brands, structure and history, together with on ...

Polaroid Corporation, manufacturer of one of the premiere brands of cameras for more than 50 years, faced a crisis in the 1990s as the rise of new technologies, in particular digital cameras, negated ...

In January 1998, Pharmavite launched a $17 million national television, print, and radio campaign for its Nature Madeline of vitamins and nutritional supplements. Created by Leo Burnett, the campaign ...

In 2004, brokerage firm Morgan Stanley and advertising agency Leo Burnett released the “At Your Side” campaign. Unlike competitors, Morgan Stanley targeted retail customers, particularly baby-boom par ...

In 1996, McDonald's, the world's biggest fast food restaurant chain, found itself in a proverbial pickle. A tight labor market, additional costs resulting from minimum wage increases, an ...

Delta Air Lines was the number three air-passenger carrier in 1999, behind number one American Airlines and number two United Airlines. Delta's goal was to move up in the rankings to number o ...

This case study outlines how a campaign was developed to give Gameboy Advance a less 'kiddie' image and develop a social cachet among late teenagers. The creative strategy is described as conveying an ...

This paper, which won a silver award, shows how an integrated multi-media campaign of PR, ambient, web and TV was used to create a very different brand experience that went far beyond simple enjoyment ...

Revitalising and repositioning campaign (2001-2) for Five Alive, a fruit juice blend launched in Canada in the early 1980s. Market increasingly competitive, brand lacked identity. New TV campaign, sup ...

Kellogg’s Coco Pops faced increasing competition from rival brands and supermarket own label products. To make matters worse, it changed the name of the brand to Choco Krispies as part of a regional r ...

Campaign in 2000 for Subaru in Australia. Subaru is the only car maker exclusively manufacturing all-wheel-drive (AWD) cars. Objective: to use Subaru's positive brand perception to increase its brand ...

Repositioning an established brand can be bewildering and risky. Kellogg's Special K recently underwent a transition from a brand that sells the benefits of achieving the 'Perfect body' to one that ...

Campaign in 1999 by Leo Burnett for Kellogg's Coco Pops. Response to Europe decision to rename the brand Choco Krispies. TV campaign inviting children to choose what name they wanted.

Campaign in 1999 by Leo Burnett for John West tuna. Objective: build brand, justify price premium. Problem: commodity price-driven market, brand had no reputation (although JW had high quality reputat ...

International campaign in 1999 (?) by Leo Burnett for Heinz Tomato Ketchup. Objective: to give the brand a consistent world-wide image. Objective : invest the brand with `charisma' using the bottle as ...

Campaign in 1998 by Leo Burnett for McDonalds' sponsorship of the 1998 World Cup. TV commercials (2) featuring Alan Shearer as someone who uses McDonalds. Ran during the build-up period to the Cup, ac ...

This 1998 paper shows how advertising helped McDonald's to become part of the fabric of British society. The company has driven market growth, overcome short-term obstacles and increased its own brand ...

This case study for Kellogg's Nutri-Grain shows how radio played a pivotal role in a multi-media, new brand launch that threw out of the window conventional media planning guidelines in the fmcg secto ...

This 1998 DMA Silver ECHO winner was created by Leo Burnett for Bell Canada. With the marketplace seemingly inundated with long distance pricing messages, the objective of this television campaign was ...

Altoids Mints aim was not to reach every consumer in the marketplace - outdoor's traditional strength. Outdoor was used precisely for its ability to focus on Altoids users, defined more by their attit ...

This 1996 DMA ECHO entry was created by Leo Burnett for Ameritech. Ameritech offered phones with various types of caller ID features, such as a cordless caller ID phone that allowed customers to answe ...

This 1996 DMA ECHO entry was created by Leo Burnett for Walt Disney World. In 1994 and 1995, Disney tested and rolled out a national DRTV program designed to generate leads and distribute a Disney Wor ...

This 1996 DMA ECHO entry was created by Leo Burnett for Ameritech. Ameritech offers caller ID and voice mail to consumers in a five state region (IL/IN/OH/MI/WI). These services did not have deep pene ...

This 1996 DMA ECHO entry was created by Leo Burnett for Ameritech. Ameritech offers a second residential phone line in a five state region (IL/OH/IN/WI/MI). With the increase in children returning hom ...

This 1996 DMA ECHO entry was created by Leo Burnett for Ameritech. Direct mail was used to promote various Ameritech phone services (second lines, two-line caller ID phone, etc) to customers in a five ...

This 1996 DMA ECHO entry was created by Leo Burnett for Ameritech. Ameritech offers caller ID and voice mail services in a five state region (IL/OH/IN/WI/MI). At the time of this campaign, there was l ...

This 1996 DMA ECHO entry was created by Leo Burnett for Hallmark Cards. Hallmark manufactures greeting cards and other social expressions products. One of their largest channels of distribution is the ...

This 1996 DMA ECHO entry was created by Leo Burnett for Oldsmobile. This multi-media campaign primarily featured the Aurora by Oldsmobile, a luxury sports sedan priced at $33,000. The target audience ...

This 1996 DMA Silver ECHO award winning campaign was created by Leo Burnett for McDonald's Corporation. A dimensional direct mail package was developed in order to promote a best customer program call ...

This 1996 DMA Silver ECHO award winning campaign was created by Leo Burnett for Norwegian Recycling in Norway. A dimensional direct mail package was used to create awareness of Norwegian Recycling's b ...